These days, numerous businesses equate marketing with success. And there’s a reason behind that. Marketing and a resultative strategy are the most crucial components of any prosperous business. And while marketing can take numerous forms and has plenty of subtypes, some of them are either underestimated or forgotten. Conversion marketing, being one of those subtypes, is critical to any commercial activity. Let’s find out why.
Definition of Conversion Marketing
Defining a rather specific set of tactics, conversion marketing involves all of the tools, methods, actions, and strategies that are directed towards turning a simple prospect into a real (in the long run, maybe even a regular) purchaser. It is clear that all of the conversion marketing tactics are centered around one major objective: to inspire and motivate a visitor to purchase your business’s merchandise or services.
The beauty of the conversion marketing methodology lies in the fact that it may target any potential customer, not just a specific segment or a limited group. There are two types of prospects that may appear on your business’s website and give you a chance to employ your conversion marketing strategy:
- prospects that have found your webpage by simply looking your merchandise up via the search engines;
- and potential purchasers who are already familiar with your goods and have arrived at the webpage directly.
Both of these prospects are extremely (and equally) important. The first group is crucial since it is already showing some interest in the merchandise you have to offer, or even in the peculiar positions on your product list. The second group (the ones that already know your brand) are critical as well since there is a developed relationship between them and your business.
So, Why Is Conversion Marketing Important?
While numerous businesses that are operating online worry about acquiring the largest amounts of traffic, turning those visitors into actual purchasers is a far more critical task. And that’s why conversion marketing campaigns are extremely important.
This marketing subtype may help your business achieve three things:
- transform webpage visitors into leads;
- convert those leads into customers who are ready to pay for your goods or services;
- and turn those one-time customers into the regular ones.
Obviously, this leads to an increased quantity of sales. Consequently, the revenue gets bigger too. Nevertheless, these are not the only reasons why this marketing type is important. Another reason is that it covers an impressive span of techniques, operations, and elements of your website. It is directly linked to the conversion analysis, webpage design, user-friendly navigation, sponsored ads and their optimization, and many other marketing elements.
Coming Up with a Potent Conversion Marketing Strategy
The conversion marketing campaign you are planning to implement requires specific preparation first. Before developing and employing the strategy, you need to establish how your future customers are going to purchase from you. This, of course, will also depend on the merchandise that you offer. There are a few possible scenarios:
- A business may sell the goods online and deliver them to the customer.
- It may sell digital, downloadable products, which the customers will receive right away after the purchase.
- Or, a business may only sell its products in the physical stores while promoting them online.
Only after establishing a buying method, you develop a marketing strategy. It may involve creating an appealing landing page, making the navigation intuitive and simple, adding some stoppers and surprises when a customer wishes to abandon the shopping cart, and so on. Each of these tactics will depend on the website type and the buying method.
Example of Conversion Marketing
A bright (and a rather effectual) example of conversion marketing is among the simplest ones. And it is composing and sending personalized emails. Yes, email newsletters may be considered outdated, but they are still among the most resultative tools. Offering each client a subscription to the unique offers or sending them appealing deals based on the products they have viewed is the good old classic, which never (well, almost never) fails.